Big W Health & Beauty Rebrand

SAPP International was invited to reimagine Big W’s Health & Beauty department, creating a modern, customer-focused retail environment.

The project brought together spatial planning, merchandising, and fixture design to strengthen brand presence and make the cosmetics category easier to explore. The KIND Collective display illustrates the concept’s development, from initial sketches and technical drawings to the finished retail presentation.

Create a more engaging shopping environment that helps customers navigate products with greater ease.

The brief focused on improving the department’s layout, clarifying product organisation, and introducing contemporary fixtures. The aim was to simplify the customer journey, refresh the shopping experience, and support stronger engagement and sales within the department.

Installation efficiency was also a key consideration, with an opportunity to reduce the time required for on-site merchandising and setup.

We considered layout, merchandising, and visual communication together to create a cohesive retail concept.

Branded headers, product displays, and shelf organisation helped define the shopping area and distinguish product categories. Concept sketches and visualisations explored how these elements could work together, balancing brand expression with practical access to the range.

Alongside the customer experience, the team developed a production approach that moved shelf preparation off-site, reducing the work required during installation.

The concept progressed into detailed fixture development and technical documentation, covering layouts, assembly information, and production details.

Drawing packages were prepared on retailer title blocks to align with Big W’s submission standards and approval processes. This supported communication between stakeholders and provided a consistent reference for production and in-store implementation.

Each shelf was pre-assembled and pre-planogrammed during production, preparing the merchandising arrangement before delivery to store.

The project delivered a refreshed Health & Beauty retail presentation, bringing branded fixtures and organised product displays into a cohesive shopping environment.

The production strategy also delivered a clear operational improvement: pre-assembly and pre-planogramming reduced merchandising and setup time from two weeks to a single overnight delivery.

The finished concept combined a more considered customer experience with a streamlined installation process.